I am in the thick of a client project, in which we are exploring the questions:
- Which "Moments of Truth" matter most to clients?
- What is the "Ideal Client Experience" at each moment?
- Where should we focus first to make the biggest positive difference at each moment?
As I think about Rotary membership, I wonder what are the "Moments of Truth" that matter most to prospective members? How do you make joining Rotary as easy as riding a bike (assuming that is easy!), especially if they are just a little reluctant? For starters, take on their point of view. Put yourself in their world. Imagine what they are going through as they try on the idea of becoming a Rotarian. Then imagine the Ideal Experience you could create.
So how do you figure out how to create the Ideal Experience? Use the client profile diagram on the right to get started. Answer the questions from all four perspectives - what do they think, see, say and hear? (This tool comes from this book by the way).
Let's say someone is thinking about joining your club. One moment of truth could be the first meeting they attend. Take two passes. In the first pass, imagine this moment does not go well. For example:
- Think - what is running through their mind as they think about attending that first meeting? For example, "Will I fit in?" "Will I know anyone?" "Will this be worth my time?"
- See - what do they see that gets in their way? As they read your website the night before, look at your intro materials or walk into their first meeting, what do they see? Is the website designed to help non-members or is it focused on current members? If you have a brochure, is it well-written and visually appealing? Does it tell a compelling story?
- Say - what are they saying to you, to their friends, to others? When someone asks them, "How was the meeting?", what will they say? What do they say to you, when you ask them if they are interested in moving forward? Are you hearing them talk about themselves and their interests? Or are they saying little because your members are doing all of the talking?
- Hear - what are they hearing from your members, from their spouse or employer? Are they hearing members complain or do they welcome the new member? Are they hearing clear answers about what your club is about and how they can fit in? Are they hearing concerns from a spouse about whether they will have time to participate?
Next, take stock of what you learned. Is there anything about the prospective member experience that really stands out? What would you want to change?
In the second pass, imagine that the experience goes exceptionally well. What will the prospect think, see, say and hear?
As you compare the "bad" with the "ideal" what is the difference? From your prospective member's point of view, what is it like to experience your:
- Website
- Newsletter
- Brochureware
- One on one conversations
- Meetings
- Follow up correspondence
What would you need to do right now to make the ideal happen? Where are the biggest hurdles? How can you knock down those hurdles fast? How can you make it easier for your current members to create the Ideal Experience?
A great member experience starts by thinking about what it is like for the next member you are trying to attract. How great could it be? It's not usually about "what we have always done." It's rarely about what is easy or convenient for current members. And with more organizations competing for people's time, energy and talent, "good enough" is rarely "good enough."
Creating a great experience is about appreciating what it is like from the other's point of view, imagining how good it could be and then taking actions, no matter how small, that will move you toward that ideal.
When you go through this process, it may surprise you, as it has for my client, that by creating a great experience for new members, you might just improve the experience you offer for current members, too.
Where are your biggest opportunities to create a great experience for your new members? What have you learned by taking a non-member point of view? How have you made quick positive steps?
